PR has no choice but to re-organise to see everything in the round. This is why quality content marketing (coupled with solid outreach - i.e. PR) wins. Earn the eyeballs by being the publisher rather than paying so many other publishers for those eyeballs.
PR talks too much about what PR is rather than getting on with the glaringly obvious. A Jed rightly says, it's all across the board now.
Wake up, PRs.

When I started talking about "all PR being online PR" it was a hard sell, and the idea was often dismissed out of hand. I still do these sessions, but it increasingly it seems to be merely stating the obvious. Today, even if the primary focus appears to be elsewhere, every PR campaign has a sign...